I have stated many times that the purpose of broadcast PR isn’t being viewed, listened to, or read by a large audience. The purpose of broadcast PR is to sell.
This looks like a bunch of theory put together, but it works as a matter of fact.
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If your broadcast PR campaigns have never increased the overall volume of your sales, it is mostly because of two reasons:

You did broadcast PR incorrectly.

Your brand positioning is wrong.

You can’t blame broadcast PR agencies for that. They are just intermediaries that get you what you ask them for: media coverage.

Their function isn’t to care about you, make you prosper, beat the competition, etc…

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Approach

"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."